Sounder SIGN UP FOR FREE

How to Turn Your LINKEDIN Into a High Converting Lead Generation Machine (The LinkedIn Funnel)

ABOUT THIS EPISODE

The 10 Minute MBA, is a no-fluff daily podcast that teaches you practical business lessons you can use to grow your business immediately.

For more business case studies, tactics and insights, make sure to subscribe to my youtube channel (youtube.com/c/scottdclary ).

Tweet Me: https://twitter.com/scottdclary

Welcome to the ten minute MBA. I'm your host, Scott Declari. On the ten minute MBA I give you actionable insights, tips and strategies that you can use tomorrow to start, scale or grow your business. Today I'm going to be teaching you how you can use linkedin to be just as effective as your website for driving leads driving revenue for your business. I'm going to teach you how to build out a linkedin funnel and don't worry, I'll explain exactly what that is. But first let's talk about Linkedin. So I want to first clarify some things and define some things around Linkedin, because Linkedin is one of the most powerful sales tools and marketing tools that your business can use. But when you first think Linkedin, you may think a few things. You may first think, okay, it's another social media platform. Okay, I do outbound prospecting on Linkedin, or perhaps I do content marketing on Linkedin by...

...posting. So maybe that's what you think linkedin is, and you're not wrong. But there is another piece of Linkedin that you haven't considered jet, that most people haven't considered jet, and that's the linkedin funnel. That's setting up your linkedin profile in a way that actually drives revenue, drives leads for Your Business, with an actual funnel format that replicates what you would be building on your website, with a call to action and everything in between. So I'm going to walk you through what that is and why you should do it. Now, where does the linkedin funnel come into play? Well, first of all, let's look at the different components of Linkedin. Linkedin one of the most powerful social media platforms. The targeting options are endlest to target who you want to sell to. It definitely has an added advantage if you're doing a business to business service or product or software. It's definitely easy to target business leaders that you could potentially sell to. But let's say you've already bought into Linkedin and let's assume that you're already doing the following things, because you should already be doing the following things. Those things are posting regularly on Linkedin,...

...so you are posting content, you are getting eyeballs to look at your profile. And then the second thing would be you are prospecting through Linkedin, so you are sending outbound messages to your potential ideal customer profile or buy or persona. You are either doing it to people that you're already connected to, you are connecting to New People and reaching out to them, or you're using something like linkedin sales navigator to reach out to the people that you want to sell to. Say, you're doing those two things. That is a classic content marketing and outbound strategy. But what about once people receive a message from you? Or what about once people see some of the content that you're putting on Linkedin and then they go to your profile? Well, that is where the linkedin funnel comes into play. That is where there is usually a missed opportunity. So what the linkedin funnel is is it is already assuming that you are publishing content. It's already assuming that you're running outbound messages and you're selling and you're pitching the people on Linkedin, because once you're doing those things, people...

...are going to start looking at your profile, and your profile is one thing that people don't quite optimize, don't quite take seriously. So what I'm going to teach you right now is how to turn your profile into a landing page that converts so that, once somebody sees your post on Linkedin. Once somebody gets your message, they are going to then go to your profile, because that's what everybody does. They're going to take a look at who the hell is this person, and then that's where we're going to have the opportunity to get them to actually convert. So to set up a linkedin funnel, first we have to understand what a traditional funnel looks like on a landing page. So on a traditional landing page on your website you're going to have the following components. are going to have. You're going to have a landing page, you're going to have a URL, you're going to have a header image, a hero image. There's going to be some sort of text that describes your product. Once somebody sees that hero images, maybe going to be a little bit of copy or writing below that hero image is going to describe your value prop or you unique selling proposition or something about your product or your feature sets or some social proof or some customers you've worked with. And then there's going...

...to be a call to action, and that call to action is going to be to leave your email, it's going to be to request a demo, it's going to be to sign up for a free trial. It's going to be to reach out to your sales team for more information, and that's at its core what a funnel is. It's not much more complicated than that. And what each piece of that funnel is meant to do is is meant to capture attention. When somebody hits the landing page, they see an image. You see a hero image, there's some great copy that gets some interested. Then it's supposed to, it's supposed to basically sell them on the product by answering questions or solving pain points or problems that your customer could have, and that solution is articulated in a text on the landing page and then there's an enticing call to action to get people to take action, take the next step, and that's a basic funnel. Now we're going to take that model, very, very rudimentary model. So if you're a sales pro you're already saying there's a lot more steps. I know, but let's keep it simple for now. I'm going to take that model and we're going to transplant it into Linkedin, where the huge missed opportunity so on linkedin. You have your linkedin profile. I want you to open your linkedin profile right now so you can...

...follow along. This is an audio this is an audio format that I'm going to be teaching you this on, but there is a lot of visual elements that I'll have to articulately describe so that you understand exactly what I'm talking about. When you go to a linkedin profile, you see ahead or image, you see a profile picture, you see a little description of that, usually that person's job or what they're doing, and then you have the option to scroll down on the page. You see a summary and that usually somewhat looks a little bit like an online resume, and then, if you scroll a little bit farther down, you will see all their job history and whatnot. So what I'm going to suggest you do is we're going to optimize all these pieces so that they're very similar to a website funnel. Because, remember, people are getting your outbound messages, they're going to your profile, they're getting and taking a look at your content, they're checking out your profile, seeing who you are. So when people go to your profile, your linkedin profile, let's start at the top. This is what we're going to do. So, for the header image, you're going to have an image that succinctly describes or shows what you do for a living. So if you are selling...

...a product, your header image should be promotional. It should be saying, for example, if you're selling marketing technology or if you're selling dog food or if you're selling industrial d printers, you are putting a picture that shows what you do and you can actually have some copy in that picture that says, for example, if you're selling some marketing solution, it could say something along the lines of grow your revenue with x product, get unfiltered visibility into what's happening with your customers, your their companies and their market with x product. And by the way, that's a slogan that I mildly transformed from Gong so I'm I was studying them earlier today, before this. So if you recognize that, that's where it is from. But you get the point. So you are, in a very short sentence in that header image on Linkedin, describing exactly what you do for your customers so that when somebody sees your linkedin profile you're in one line, one sentence, you are articulating exactly what your...

...company does or what you sell. If you're a solo prinner and that line that's in your header profile should be exactly the problem that the person who you're potentially selling to is trying to solve. Okay, so now you have your header picture set up properly, and I would actually recommend you go look at Gong's employees, gang dot io, gongs employees on Linkedin. They all build incredible brands on Linkedin. So after you have your header photo, then you have your profile photo, which, God forbid, if you haven't put one in yet, please put one in. Just your face, well lit, simple to the point, so that people can see who they're dealing with. And then under that photo you're going to have what linkedin refers to as your headline, which is usually just what people's current job title is. But I would say that you should double down on that value prop that you have in your header photo and say something like helping customers uncover lost revenue or helping customers better understand their markets, something that, in one line, explains exactly what...

...you do, or helping customers ten x their revenue with in depth brand in sight or something something that tells your potential audience, customer prospect it's looking at your profile exactly what you do and you're going to put that in your headline, just below your header photo, your profile photo, your name, and then you're going to have this little blurb. So now you have a header photo that shows what you do and talks about what you do. You have a headline that speaks about what you do. The person who's looking at your profile is now interested. They're going to keep reading, they're going to keep scrolling and that's when you have the opportunity, tunity to bring them into your funnel. So as they keep scrolling, they're going to see the about section or the summary Section, and usually people use this as a little resume. But what I'm suggesting you do is you double down on what you're trying to sell or you're trying to position or you're trying to market, so you can go into detail about what problems you're solving, what services you offer. One...

...linkedin profile that does this exceptionally well is Mikaela Alexis. She speaks about her story, her origin story, and then she quite literally lists out her services. Now she is an individual independent consultant, but if you are representing a company, you can list out exactly what problems your product solves for, and you can also speak about some company wins, some social proof, some customers that you sold to, some awards that you've won, some incredible accomplishments. You or your company or your product have helped somebody achieve. Your writing all of this in your about section, because now they've been interested with your header and your profile picture. Now they're learning and they're exploring and they're starting to build trust. They're starting, you're starting to build trust with them actually, because now you are talking about what you do and as they scroll farther down to page, they're going to learn a little bit more about you, they're going to learn a little bit more about what products or services you offer and then, quite simply, you're going to have a call to action or a CTA in your linkedin summary Section. So, after you explain a little bit...

...more about you, you speak about some of your wins, you describe some of your best customers, are most impressive company stats, you're going to talk about your products and then you're going to say what your call to action is. What do you want your CTA to be? Do you want them to book a demo? Do you want them to email you? Do you want to put a colndly linked in there? Do you want them to send you a message on Linkedin? You can look at Michaelo's profile again, because she says most of those things and are called action at the bottom of her summary Section in her linkedin profile. But choose a call to action that's relevant to you. The one that you highlight here will be the one that they take. So I wouldn't convolute it with too many things. If you're just trying to sell a product or hop on a discovery call your you just want to get them on the phone, then make that very clear. Don't give them a ton of option. Make it super, super succinct and have that at the bottom of your summary. So after they've seen your profile, they've seen your header, they've seen your headline, they've seen what you're about, they've read a little bit about you. Now they're invested and now there's an actual option for them to take action and reach out to you and whatever whatever thing...

...that looks like, whatever method or mean that is for your particular product or service, at the bottom of your summary. Now you have just effectively built out a funnel on your linkedin profile and that took all of what maybe a couple minutes of putting together some copy, thinking through how you want to present yourself your company and then talking about your products and services. It doesn't take much and very few people do it. Now, I'm not saying this is going to be the end all for you closing. You know a hundred million dollars in business, but I'm saying that if you don't have it there, it is definitely a missed opportunity. And if you are selling products that are not DTC or consumer brands, and you can even make an argument that you should be on Linkedin, but if you are selling any semblance of a business to business or be to be product, you have to be on Linkedin and you have to set your profile up like a funnel so that as people consume your content, they read your messages, they're hitting your profile. Your profile acts like a funnel and there's an opportunity for that to lead to an actual...

...lead and or potentially sale. That's how you set up a linkedin funnel. They functions very similarly to a website funnel. Now, I know that didn't cover the messages that you should be sending when you send dms on Linkedin or when you send in mails on Linkedin, or the type of content you could create, but that's for another day. This is one part of selling on Linkedin that I think people need to do a lot more of. So I hope that was helpful. Set up your linkedin profile, turn it into a funnel and all of a sudden you have a whole other piece of digital real estates now that is now generating leads for you. I hope that was helpful. This has been another ten minute MBA. I will see you tomorrow. Yeah, I will see you tomorrow. Yay,.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (49)